XCOM DIGITAL CAMPAIGN / 2K GAMES

The campaign launched with a collection of interactive Rich Media Units featuring the game’s new characters on XCOM’s Facebook channel to spur engagement. Each unit also featured a prominent ‘pre-order’ to bolster the Amazon display campaign. Alongside the Facebook RMUs, an interactive trailer was rolled out, featuring actual gameplay and up to four levels of decision making where users made strategic choices and selected weapons best suited for the battle. Upon completion, users could share a customized highlight video of their mission on Facebook and Twitter.